Perancangan Branding Ekosistem Umkm (Studi Kasus: Desa Rawabogo, Kecamatan Ciwidey, Kabupaten Bandung)

Abstract

Rawabogo is one of the villages in Ciwidey District, Bandung Regency, designated as a tourist village. The identity of this tourist village needs to be further developed to improve the image of Rawabogo Village in the broader constellation of the area. Support for the development of the Rawabogo tourist village can be done in various ways, including optimizing the existence of micro, small and medium enterprises (MSMEs). It is optimizing MSMEs which are considered to have an essential role in the development of tourist villages, in particular being able to have an impact on increasing the economy and strengthening the identity of Rawabogo Village. MSMEs in Rawabogo Village is considered to have not developed well. This problem arises due to the lack of packaging and marketing of each existing MSME, so it has implications for stagnant development. This paper aims to design the proper Branding for the development of the MSME ecosystem in Rawabogo Village. This paper has novelty in problem-solving. This novelty is carried out through a mixed method approach by combining a Branding approach with mapping the MSME ecosystem. The results of the analysis explain that the development of the MSME ecosystem has problems caused by the lack of support for the MSME ecosystem. Therefore, Branding is needed to improve Rawabogo Village's identity based on existing conditions.